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OPINION: Data-Driven ThinkingThe Quest For Scale Is Ruining The Digital Ad Industry
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Yael Avidan, vice president of product at Adelphic. The first question marketers or agencies ask ad tech vendors or media companies is probably this: “That audience is perfect, but can […]
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OPINION: Data-Driven ThinkingDon’t Become ‘That Brand’
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nancy Hall, senior vice president at Conversant. Whether it’s a phone, laptop or tablet, cross-device matching accuracy is essential to overall marketing success. The largest obstacle of optimal accuracy is […]
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OPINION: Data-Driven ThinkingPay To Play: The Future Of The Marketing Cloud
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Carla Holtze, CEO and co-founder at Parrable. During the really early days of digital media, AOL and CompuServe were basically the only two consumer portals and total digital ad spend […]
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AT&T To Acquire Time Warner, Becoming Latest Media Giant With Cross-Device Mojo
By Kelly Liyakasa, Sarah Sluis and Allison Schiff Update: AT&T has reached a deal to acquire Time Warner for $85.4 billion. The move gives the telco some seriously premium media assets, including HBO, Warner Bros., CNN, Turner Broadcasting and DC Comics. Yes, AT&T will own Batman. While the telco got a distribution outlet when it merged with DirecTV […]
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OPINION: Data-Driven ThinkingThe IAB's Dynamic Ad Standard Will Bridge The Divide Between Data And Creativity
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Diaz Nesamoney, CEO at Jivox and co-chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group. The Interactive Advertising Bureau (IAB) this week introduced the industry’s first standard for […]
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OPINION: Data-Driven ThinkingWith Accurate Measurement Facing So Many Challenges, Marketers Must Challenge Everything
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Augustine Fou, digital strategist and independent ad fraud researcher. There are many limits to measurement that may lead to entirely different answers depending on when, where and how the measurements […]
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OPINION: Data-Driven ThinkingHard Or Soft, Brexit Will Be Tough On Ad Tech
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Stephen Taylor, senior vice president of enterprise solutions at Sojern. Two weeks ago, UK Prime Minister Theresa May expressed support for a “hard Brexit,” the process for the country’s planned […]
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OPINION: Data-Driven ThinkingWhat Is The ‘Holy Grail’ Of Marketing?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research vice president at Gartner. “You would think that the digital advertising industry has found religion given all the talk about the legendary ‘holy grail’ these days.” So […]
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OPINION: Data-Driven ThinkingMissing In Action: Digital Media Training Plans
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jaclyn Stewart, senior director of publisher services at The 614 Group. Whenever you ask people who manage digital operations teams about training programs for their staff, they almost unanimously roll […]
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Criteo And HookLogic CEOs On The Logic Behind The Acquisition
By Kelly Liyakasa and James Hercher Criteo’s $250 million, all-cash purchase of retail exchange HookLogic on Tuesday was premeditated. Meaning, the two companies already knew of the other’s capabilities – and a marriage felt right for the future of both ecommerce ad tech companies, said Criteo CEO Eric Eichmann. “We’d been talking to HookLogic for almost […]
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Agencies And Consultants Borrow From Each Other’s Bag Of Tricks
By Kelly Liyakasa and Alison Weissbrot Agencies are becoming more consultative. Consultants are buying creative agencies. And systems integrators are dabbling in client strategy. “Everyone talks about online vs. offline media or creative vs. media, but when a marketer wants to change the consumer journey, we’re talking new operating models and governance,” said Glen Hartman, […]
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OPINION: Data-Driven ThinkingLet The Data Speak For Itself
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Danziger, vice president of enterprise partnerships at The Trade Desk. In Shakespeare’s “Romeo and Juliet,” Juliet famously asked, “What’s in a name? That which we call a rose by […]
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Introducing AdExchanger Talks, The Podcast For Data-Driven Marketers
Dear AdExchanger reader: Care to become an AdExchanger listener? If you’re into digital marketing and have 30 minutes to spare every couple of weeks, we invite you to subscribe to AdExchanger Talks, a new podcast focused on the people who are transforming data-driven digital advertising – and marketing as a whole. AdExchanger Talks features […]
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OPINION: On TV & VideoThe Improbable Economics Of Linear TV Addressability
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Randy Cooke, vice president of programmatic TV at SpotX. It’s not uncommon to hear conference panelists wax quixotic about how linear TV addressability will imminently become the standard of campaign fulfillment in the United […]
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OPINION: Data-Driven ThinkingMobile Industry Fragmentation Jeopardizes Campaign Performance
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Maor Sadra, managing director and chief revenue officer at AppLift. Within the next few years, the crowded LUMAscape will have 70% fewer logos on it, which is a good thing […]
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OPINION: The Sell SiderLet’s Stop Talking About The Yield Benefits Of Header Bidding
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Header bidding is here to stay. So it’s time we stop talking about what the technology does for publishers and start talking about […]
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OPINION: Data-Driven ThinkingIs The NFL Using Twitter As A Digital Guinea Pig?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ken Zi Wang, founder and CEO at Traction Labs. Twitter deserves props for closing a live-streaming partnership deal with the NFL. It beat out Facebook, Amazon and Verizon for the […]
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Agency Check-Ins And Shake-Ups; Buyer Beware
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Couldn’t Stay Away WPP vet Kelly Clark will replace Dominic Proctor as global CEO of GroupM. Clark served as CEO of GroupM North America 2012-2015, before leaving to spend more time with his family. Prior to that he was worldwide CEO of Maxus, GroupM CEO in […]
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OPINION: Data-Driven ThinkingData Possession – Not Just Ownership – Is Key To Improving Advertisers’ Results
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jeremy Fain, co-founder and CEO at Cognitiv. In a time where big holding companies are expecting all buying to go programmatic – Dentsu is the latest – it is more […]
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OPINION: Data-Driven ThinkingDo Consumers Have A Right To Opt Out Of Advertising?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alan Chapell, president at Chapell & Associates. The arms race between consumers and advertisers goes back as far as I can remember. The battle rages on with the myriad of […]
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OPINION: Data-Driven ThinkingAd Tech And Building Trust: Lessons From Fin Tech
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nicole Ferry, partner and executive director of strategy at Sullivan. Earlier this summer, the SEC approved Investors Exchange (IEX) to become a public stock exchange, putting the pro-transparency startup squarely […]
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OPINION: Data-Driven ThinkingAs Digital Ad Spend Grows, CPG Marketers Still Struggle With Data Scarcity
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Damian Garbaccio, executive vice president at Nielsen Marketing Cloud. We all know that consumer packaged goods (CPG) companies spend a lot on advertising. In the US alone, CPG and consumer […]
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OPINION: Data-Driven ThinkingWhen Will The Programmatic Revolution Reach Customer Relationship Marketing?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Vijay Chittoor, CEO at Blueshift. Innovations in programmatic advertising have transformed online media buying, making the process more automated, targeted and measurable. Now programmatic is poised to revolutionize customer relationship […]
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OPINION: Data-Driven ThinkingMarketers Need To Reset Their Pricing Expectations
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, chief operating officer at Goodway Group. We’ve seen clearing prices for display inventory rise more than 100% in the last two years, and video inventory grow more than 50%. […]
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OPINION: Data-Driven ThinkingData Science Is The New Measurement: Unpacking The Consumer Journey
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of global data strategy and agency lead at Krux. Understanding the customer journey in a world of fragmented consumer attention and multiple devices is a hoary […]
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OPINION: Data-Driven ThinkingNo, CMOs Should Not Think Like CTOs
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Or Shani, founder and CEO at Adgorithms. Marketers aren’t shy about admitting how their reliance on technologies helps them reach their customers or the data helps to understand them. Whereas […]
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OPINION: Data-Driven ThinkingDeclining Agency Fees And Dubious Profits: Symptoms Of A Broken Business Model?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nico Neumann, senior research analyst for programmatic marketing strategy and analytics, University of South Australia. Transparency in media buying continues to be a widely discussed topic. The second part of the […]
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OPINION: Data-Driven ThinkingProspering Outside Of The Walled Gardens
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Brummett, chief operating officer at Answer Media. Don’t worry. This isn’t yet another pile-on piece about the unfair walled-garden tactics of the major digital advertising players. There has been […]
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Yahoo's History, Told Through AdExchanger Comics
It’s easy to forget, but Yahoo was once the largest and most promising digital media company – its stock a bellwether for the internet sector as a whole. By Q1 2017, regulatory hurdles permitting, that stock will stop trading as the company’s people, its portfolio of brands and its technology assets are absorbed into Verizon. To honor Yahoo’s important role in […]
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It's Official: Verizon Gets Yahoo For $4.8B, Extending Its Mobile Ad Gambit
By Kelly Liyakasa and Zach Rodgers Verizon emerged victorious in the bidding contest for Yahoo, snapping up the media and technology assets of the still huge if perpetually down-at-the-heels digital media giant for $4.8 billion. The deal, officially announced Monday, dramatically extends the carrier’s addressable audience, adding 600 million monthly active mobile users that […]